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Tuesday, October 17, 2021

The National Basketball Association is rolling out a new basketball this season, made of microfiber instead of leather and consisting of two interlocking panels instead of the traditional eight oblong ones, with distinctive seams.

Naturally, there’s been a lot of grousing from players and coaches over messing with such a fundamental element of the game. I’m sure the ball will make for a convenient scapegoat for complaints over decreased shooting percentage and increased turnovers.

But Esquire writer David Walters brings up an unforeseen result of instituting the new-look bouncy-ball (the full article’s not online, unfortunately):

Currently, twenty-five teams feature a ball in their logos, all of which clearly depict the outdated seams. Does that mean they’ll all have to be overhauled? “That’s a great question,” says a member of the New Jersey Nets PR staff. “We hadn’t even thought of that.”

It’s surprising that such a marketing-conscious league like the NBA wouldn’t have taken this factor into account. But it’s also typical of most business organizations, overlooking the crucial marketing details.

Have I mentioned how God-awful I think the majority of NBA team logos are? The majority do indeed include a basketball as a central graphic element in their designs — and, as a result, look downright pedestrian. And yet, league merchandise sells like hotcakes. I guess my sense of popular entertainment graphical style is too high-falutin’ to have mass appeal.

by Costa Tsiokos, Tue 10/17/2006 10:05:03 PM
Category: Advert./Mktg., Basketball | Permalink |

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